Amazon SEO vs Google SEO: The Battle for Product Search


Google is one of the world’s top search engines, but Amazon is on the fast track to change that. Amazon has risen as one of the top search engines on the web. Millions of people use Amazon every day to find products.

As you shape your search engine optimization (SEO) strategy, you may wonder if you should focus on Amazon SEO or Google SEO. Which one is better for getting leads interested in your products and getting them to convert?

On this page, we’ll discuss the differences between Amazon and Google SEO, and which one is best for your business. If you need help optimizing your SEO strategy, please read and understand the process flow of SEO in various search engines.

Let’s get started!

Google SEO

There are a number of factors that go into Google SEO. Google verifies content by taking all external links, internal links, images and metadata into account. User’s searches on Google tend to be more broad and learning-based, with some people even using full sentences or questions. As a result, Google places a higher emphasis on long-tail keywords. But the contextual relevance of those long-tail keywords is also important.

Amazon SEO

Amazon product searches account for just over half of all product search inquiries, making it quite clear that being visible on Amazon itself must take center stage in any seller marketing plan. With this information being made public, the issue many sellers are still facing is using regular Google SEO to promote their products without regard to Amazon SEO. Amazon have 90% of all product listing views are the result of a direct product search via the Amazon search engine 

Differences Between Amazon SEO and Google SEO

At the heart of the matter, Google’s search engine and Amazon’s search engine are designed for two completely different purposes. Google encompasses all types of sites and must account for every corner of the internet. Amazon, however, specializes in eCommerce and product searches only, and so can tailor their algorithm to suit this alone.

As a result, Amazon searches differ from more mainstream search engines. Here are 5 key differences that you can incorporate into your strategy to make the most of Amazon searches.

1. Once is Enough for Keywords

One usage of the keyword is enough to get noticed on Amazon. It’s generally best to incorporate the top keyword into the product title and the second most important keyword into the description. Other keywords can be included in the details.

2. Short Tail Keywords

A lot of people ask questions directly to Google, which opens up the opportunity to target long tail keyword and keyword phrases of entire sentences. Entire articles can be written to get seen by people who search for questions like “What’s the difference between Amazon SEO and Google SEO” (to name an example off the top of my head).

Amazon doesn’t really encounter this problem, as people tend to search only for specific products or product types rather than long-winded queries. So when writing for Amazon SEO, stick with short tail keywords only.

3. Product Quality

Google SEO can be manipulated (for lack of a better word) by SEO specialists and professional content writers; a new or unknown site can achieve top results if they know what they’re doing.

Amazon SEO is more of a meritocracy: it relies less on secondary factors and more on the quality of the product itself. If your product is popular and people review it highly, it will improve search results.

4. Changing Variables

Product quality is not the only factor to affect Amazon SEO. A product’s ranking will fluctuate based on changing variables like shopping trends or inventory levels.

These variables are constantly in flux, so it’s important to keep an eye on details. You can tailor advertising strategies based on when your products are popular, and scale back advertising while you’re waiting to restock.

5. No External Sites

For Google and most mainstream search engines, external sites have an enormous impact on search results. Google’s algorithm monitors not just what’s on your site, but also links to your site on external sites. This allows Google to gauge a site’s importance by how relevant it is to other sites — especially those within the same industry.

Amazon searches, on the other hand, don’t even factor in mentions on external sites; their search engine is entirely self-contained. It doesn’t matter if your tent receives a top industry award; all that matters is its performance in Amazon.

Similarities Between Google & Amazon SEO

1) The better the ranking, the more traffic/sales you get

While the focus is a different one in each case, both Google and Amazon are essentially search engines. And in both cases, the main objective is to rank high for relevant keywords!

2) Two Types of Search: Organic & Paid

Both search engines display both organic and paid search results. Google by default shows 10 organic and various paid results per page, Amazon lists 16 organic and 2 paid results (14 organic results in the mobile app). There is room for optimization on both search platforms.

3) The Algorithm is a “Black Box”

Even after years of experimentation, the workings and calibration of Google’s ranking algorithm are not fully known (and change over time). The same goes for Amazon’s algorithm, plus there have hardly been any experiments and tests carried out so far. For merchants, this means that knowledge has to be created by trial and error, but it also implies that profound insights that anyone in the marketplace gains can lead to long-term competitive advantages!

4) The Ranking Can Be Actively Optimized

SEO for Google has been common practice for years. For Amazon, too, there are opportunities for systematic optimization, which we found out by running our own test scenarios.

5) Success Takes Time and Needs to Be Nourished

Like on Google, rankings on Amazon are subject to constant changes because of competitors and changing user preferences. This is why optimization has to be long-term oriented and reviewed permanently. After all, the top ranks are not reserved for anyone!

Google and Amazon SEO Together

Although the two approaches are very different, you can actually use Google SEO and Amazon SEO together. Amazon SEO takes product popularity and external traffic sources into account. Leveraging Google SEO to boost this side of things with valuable traffic from everywhere on the Web that isn’t Amazon can significantly improve your Amazon rankings. Amazon SEO also prioritizes products that shoppers are ready to buy. You can therefore use extra-Amazon sales channels to filter and guide shoppers and use Google SEO to drive those that are ready to make a purchase to the respective relevant product listings.

Amazon SEO vs Google SEO: Final Verdict

As you can probably guess, both are equally effective. How you use them will depend on your needs, as well as what resources you’re working with. But for the best results, it’s not a bad idea to combine efforts. This way, you can maximize your rankings on Amazon, ensure visibility on Google, and most importantly, drive traffic to your product pages in a way that will increase conversions and sales.

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